Google provides translated versions of our Help Centre as a convenience, though they are not meant to change the content of our policies. The English version is the official language we use to enforce our policies. To view this article in a different language, use the language dropdown at the bottom of the page.
To use lead form assets, make sure that you have:
- A good history of policy compliance.
- A Google Ads account in an eligible vertical or sub-vertical. Sensitive verticals or sub-verticals (for example, sexual content) aren't eligible for lead forms.
In addition, if you’re adding a lead form asset to a Video, Discovery or Display campaign, or you're creating a Search campaign where the ad's headline directly opens to a lead form, you’ll need:
- More than $50,000 AUD total spend in Google Ads. For advertisers whose accounts are managed in currencies other than AUD, your spend amount will be converted to AUD using the average monthly conversion rate for that currency.
Image requirements in lead forms
All images used in advertising must meet certain quality standards. The image layout must conform to Google Ads standards and the image itself can’t be blurry. See the Image quality policy for more information.
Related policies and common disapprovals
The following Google Ads policies are particularly relevant to lead forms, and are often associated with disapprovals. Learn about what happens if you violate our policies.
To keep ads relevant and safe for users, Google restricts sexual content in certain circumstances. Advertisements for adult-oriented content are not allowed for lead forms. See the Sexual content policy for more information.
Affiliate network/lead aggregator
Only first-party advertisers or third-party agencies with a well-established, direct relationship with the products and/or services being offered, can use lead form ads. Affiliate networks or lead generation businesses will not be allowed in our sole discretion.
Advertisements for alcohol-related content are not allowed for lead forms. See the Google Ads Alcohol-related content policy for more information.
Advertisements for gambling-related content are not allowed for lead forms. See the Google Ads Gambling-related content policy for more information.
Healthcare and medicines
Advertisements for healthcare-related content are not allowed for lead forms. See the Google Ads Healthcare and medicines policy for more information.
Advertisements for political content are not allowed for lead forms. See the Google Ads Political content policy for more information.
Misusing personal information
Using personal information in ways that users have not consented to is strictly not allowed. See the Data collection and use policy for more information about what you can collect, and how to handle personal information. We also require all advertisers comply with local legal requirements.
The information in the products or services that are advertised, and requested by the user, should be accurate and available. See the Unavailable offers policy for more information.
Google may remove ads or assets, including lead forms that you create, in response to trademark owner complaints. Advertisers are responsible for proper trademark use in their ad text, assets and business information. See the Trademarks policy for more information.